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British Bookmakers Set to Make Record Contribution for Rights to Show Horse Racing
British bookmakers are on track to make a record contribution to horse racing next year – with the bill for media rights forecast to increase by nearly £30m.
The Betting and Gaming Council’s five biggest members for horse race betting, Entain, Flutter, bet365, 888/William Hill and Betfred, expect to see a record cost increase to broadcast races.
In 2022, BGC members paid £270.1m for the rights to live stream races for customers and show them in bookmakers.
But that cost is forecast to rise to £285.3m this year, an increase of 5.6%, with members estimating a further increase to £315.2m in 2024, a further bump of 10.5%.
The combined increase for media rights costs is now expected to rise by 16.7% between 2022 and 2024.
The figures are based on data supplied by the Betting and Gaming Council’s five biggest members for horse race betting, then adjusted to include smaller operators, who must also pay for media rights.
Michael Dugher, CEO of Betting and Gaming Council, said: “BGC members are already making a record contribution to horse racing and these figures show that is only going to increase.
“This comes despite a reduction in betting turnover on racing in the last five years and a worrying decline in participation in horse race betting overall.
“Horse racing remains a hugely important, world-leading sport, enjoyed by millions of fans and like the betting industry it continues to support large numbers of jobs.
“I know racing is trying to modernise and reach out to new fans, while also trying to bounce back from the Covid pandemic and deal with some difficult economic headwinds, plus deal with the hit on its funding caused by the Government. The betting industry is dealing with many of the same pressures on our revenues and costs.
“The BGC and our members remain fully committed to working together with the leadership of the sport, including the BHA and others, to ensure a better future for racing. But the fact that we are making a record and growing contribution to the sport cannot be ignored.”
The forecast costs come after the BGC announced their members directly contributed £384m to British horse racing last year in levy, media rights and sponsorship deals.
These figures showed an increase on previous estimates for the regulated sector’s contribution, which had placed it at around £350m a year.
In addition, bookmakers spent £125m on marketing to promote racing and betting through advertisements and partnerships, which helps secure vital terrestrial coverage of the sport and raise revenue for print newspaper titles.
As well as the increased costs for media rights, levy payments are projected to be £99m in 2022/2023, according to the Horserace Betting Levy Board.
This record investment also enabled horse racing to use some of these revenues to deliver record prize money of £179.3m in 2022.
Horse racing is the second biggest sport in the UK, second only to football, with more than five million people attending around 1400 fixtures annually across 59 racecourses.
However, its popularity is in decline. In 2007, 17% of the population participated in horse race betting in the previous year, but that fell to 10% in 2018.
Meanwhile football overtook horse racing betting around the same time between 2017/2018.
The Department for Culture, Media and Sport has committed to reviewing the Horseracing Levy by next year.
The Horseracing Levy, which is administered by the Horserace Betting Levy Board, goes towards improving the sport, breeding and boosting veterinary care.
Betting operators are working closely with the British Horseracing Authority and racing stakeholders on much needed reforms to the fixture list and race programme which should increase commercial returns from the levy and media rights.
The regulated betting industry fully supports this once-in-a-generation opportunity to modernise horse racing so it can realise its full commercial potential.
The BGC is also working closely with the government on the proposed reforms from the White Paper to ensure those who enjoy betting can continue to do so without unnecessary intrusion, while introducing improved safeguards for the minority who struggle.
Betting shops currently support around 42,000 jobs, contribute £1bn a year in tax to the Treasury and another £60m in business rates to local councils.
The wider regulated betting and gaming industry contributes £7.1bn to the economy, generates £4.2bn in tax and supports 110,000 jobs.
In April DCMS unveiled the Government’s new White Paper on gambling reform, including a number of key measures the BGC had campaigned for.
Those included a new mandatory Ombudsman for the regulated sector, enhanced spending checks online and a new mandatory levy to fund research, education and treatment to tackle gambling related harm and problem gambling.
Each month in Great Britain around 22.5m adults have a bet and the most recent Health Survey for England estimated that 0.4% of the adult population are problem gamblers.
Meanwhile the unsafe, unregulated gambling black market online is growing in the UK, with the numbers betting on these sites doubling in recent years, and the amount staked in the billions.
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Atucha Strategic Advisory, the consultancy founded by gaming industry veteran Ramiro Atucha, has announced its first official client partnership with Immensity.AI. The data intelligence company is redefining how iGaming operators manage marketing efficiency and player acquisition.
Immensity.AI, originally developed for digital marketing across multiple verticals, has tailored its AI-powered attribution and decision intelligence platform for the iGaming sector. The solution enables operators to calculate true CAC, optimise spend for FTDs, and unlock measurable growth through unified, adaptive analytics. The platform empowers operators to maximize marketing ROI and focus every investment on real, deposit-driven results.
Atucha, co-founder and former CEO of Vibra Gaming and Leander Games, joins Immensity.AI as Board Advisor, guiding its go-to-market strategy and helping align the technology with the realities of regulated gaming markets worldwide.
“Our industry has struggled to calculate true Customer Acquisition Cost and optimise for First-Time Depositors for years – until now,” said Atucha. “Joining the superb team at Immensity.AI comes at a pivotal time for the industry, as these key metrics continue to rise and acquisition margins tighten. Immensity.AI gives operators better visibility, smarter tools, and faster decisions.”
Tim Mathews, Immensity.AI co-founder, added: “Ramiro’s expertise and perspective from inside the iGaming ecosystem are invaluable as we scale this solution globally. His experience guiding companies through growth, regulation, and innovation perfectly complements our vision of turning data into an always-on growth engine.”
The post Atucha Strategic Advisory Announces Immensity.AI as First Client appeared first on European Gaming Industry News.
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Fresh off its success at SiGMA Central Europe EGT Digital is set to make a strong impression at BEGE Expo 2025, showcasing its award-winning games, enhanced X-Nave platform, and newest iGaming innovations.
Visitors to the EGT Digital booth will experience a full spectrum of entertainment and gaming content – from its 150+ in-house developed slot titles and popular jackpots like Bell Link, Clover Chance, and Gods & Kings Link, to the Aggregator platform, which now provides seamless access to over 13,000 games from 200+ global providers.
A central highlight of the showcase will be the X-Nave Platform – EGT Digital’s all-in-one modular iGaming ecosystem built for speed, scalability, and total control. Integrating Casino, Sportsbook, Payment Gateway, and streamlined compliance support, the platform empowers Оperators to elevate player engagement, deliver personalized user journeys, and accelerate business growth across all channels.
With its recent international accolade and a rapidly expanding global footprint, EGT Digital continues to strengthen its position as a key force in shaping the future of digital gaming.
Visit EGT Digital at stand 2.22 at BEGE Expo 2025 to discover innovation in motion.
The post EGT Digital Shines at BEGE Expo 2025 appeared first on European Gaming Industry News.
Latest News
LIVESCORE BET AND DIMITAR BERBATOV ENCOURAGE FANS TO ‘PLAY WITH CONTROL’ THIS SAFER GAMBLING WEEK
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LiveScore Bet, the fast-growing sportsbook within the LiveScore ecosystem, has launched ‘Play With Control’, a new responsible gambling campaign fronted by its European Brand Ambassador, Premier League legend Dimitar Berbatov.
The UK campaign kicks off on Safer Gambling Week, which runs from the 17th to 23rd November 2025 in the UK and Ireland, highlighting the importance of staying in control when betting, a trait that defined Berbatov’s remarkable career both on and off the pitch.
Known for his flawless first touch and calmness under pressure, Berbatov’s control didn’t come by chance. It was the result of mental discipline, careful preparation and a deep understanding of his own abilities. Across his entire Premier League career, he never missed a penalty, converting all nine he took. A record that speaks to his preparation and composure in the most high-pressure moments.
Berbatov emphasises the importance of understanding your odds, using the tools available to stay in control and betting with discipline. He reflects on the techniques that shaped his game, from visualisation and meditation to detailed match analysis, and how those same habits can help players make more thoughtful, measured decisions when betting.
These principles translate to responsible gambling. Staying level-headed under pressure, setting deposit limits, and taking time to make informed choices rather than reacting impulsively.
Just as in football, losing control comes at a cost, not only for you but sometimes for your team and the people around you.
These lessons are at the heart of the campaign and brought to life in the hero video: https://www.instagram.com/reel/DRKO5FxDjpn/
Play with control. Stay in control. Bet responsibly.
LiveScore Bet European Ambassador Dimitar Berbatov said: “Control has always been a big part of who I am, both on and off the pitch. For me, it was about staying calm, reading the game and making the right decisions at the right moment.
As LiveScore Bet’s European Brand Ambassador, I want to remind fans that control is key. It’s the same with betting. You have to know your limits, take your time and stay in control. This campaign is a great way to remind fans that enjoying the game responsibly is the best way to play.”
Sam Sadi, CEO at LiveScore Group said: “Fans come to LiveScore Bet to fuel their passion for sport. Our role is to make sure they can enjoy that passion responsibly, with the right tools and support to stay in control.
Play With Control shows how taking a calm, measured approach, understanding your odds, and using the available tools can help fans stay in control and gamble responsibly. Dimitar is the perfect ambassador to bring this message to life.”
The post LIVESCORE BET AND DIMITAR BERBATOV ENCOURAGE FANS TO ‘PLAY WITH CONTROL’ THIS SAFER GAMBLING WEEK appeared first on European Gaming Industry News.
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